COMPANIES GEAR UP WITH NEW PRESENCES IN AUTO RACING

TOOL TIME AT THE TRACK: True Value has signed a three-year
sponsorship deal with NASCAR, making the retailer the "official
hardware store of NASCAR," according to AD AGE. The deal gives
True Value ownership of the NASCAR "Man of the Year" award, and
eligible drivers will carry a True Value decal on their cars. In
addition, True Value will sponsor ESPN's broadcast of the "Man of
the Year" ceremony later this year. True Value will also buy
time on NASCAR broadcasts and fill it with racing-themed ads
produced by Leo Burnett USA in Chicago (AD AGE ONLINE, 2/15).
WILL THERE BE A DISH ON THE HOOD? PrimeStar has joined The
Family Channel as co-sponsor of Ted Musgrave's NASCAR Winston Cup
car. The agreement, which starts February 18 at Daytona,
includes signage on the car and Musgrave's helmet and uniform,
pit area visibility, personal promotional appearances by driver
and crew, and a line of NASCAR/PrimeStar merchandise (PrimeStar
Partners).
NISSAN GOES INDY: Nissan Motor Corp. USA yesterday
announced plans to compete as an engine supplier in the IRL
starting in '97. Nissan will supply its new powerplant engine,
the "Infiniti Indy," which is a racing version of the 32-valve V8
engine found in the Infiniti Q45 luxury performance sedan. The
engine will first run for top honors in next year's Indianapolis
500. Nissan's announcement marks the first time the company will
compete in a major open-wheel racing series during its 29 years
of sports car racing in America. The IRL project will also
signify the first official venture into motorsports competition
for Nissan's Infiniti Division. The program will focus on
supplying engines to participating IRL teams (Nissan).